Kumala, Accolade Wines’ South African brand, which got a new look last month, today launches an extensive consumer campaign featuring press, in-store and social media activity.
Kumala, which is the UK’s top-selling South African wine [Nielsen] says it prides itself on its “rich heritage” and has partnered with Pathé and 20th Century Fox Home Entertainment to celebrate the launch of Mandela: Long Walk to Freedom â the autobiographical film based on the life of late South African President Nelson Mandela, which is due for release on Monday 28 April.
Kumala is offering consumers the opportunity to win a trip for two to Mandela’s home nation and have an exclusive tasting with Kumala winemaker, Ben Jordaan. Secondary prizes include copies of the DVD.
The entire project will also incorporate above-the-line activity including a series of advertisements in national press as well as retailer specific in-store activity across leading multiple-retailers, with sampling and prominent point of sale merchandise.
The competition, which starts today, will run on Kumala’s Facebook page and is open for 15 weeks. Utilising its 78,000 strong fan-base on Facebook is the first step of a new social media strategy for the brand – Klub Kumala – that will run across a variety of social media platforms later in the Spring.